Ivanti, a newly minted brand for the combination of more than 15 companies, was intent on making its mark in the IT security industry. Individually, each of these companies had strong brand equity. However, To build the new Ivanti brand and secure a prominent position in the security industry, the company needed a global thought leadership campaign that established expertise while emphasizing market prominence and transfer equity to the new Ivanti name.
Regular commentary drives media loyalty.
On the second Tuesday of every month, Microsoft conducts “Patch Tuesday,” where new updates and security patches are released. Ivanti had already been hosting Patch Tuesday webinars for partners and users to complement the monthly event and provide expert guidance. To capitalize on this, Avista worked with the Ivanti security product team to further extend their expertise to the media – offering monthly Ivanti patch management knowledge commentary to security reporters. This regular series included forecasts, quick-takes, contributed articles and detailed commentary, which are localized and distributed across seven international markets – Avista has built a loyal security media following which covers Ivanti and its patch expertise each month.
Award-winning program amasses exponential coverage.
Ivanti has become an active industry voice on Patch Tuesday trends and other cybersecurity issues. During the program period, the Ivanti Patch Tuesday commentary campaign has resulted in over 150 pieces of coverage in the U.S. alone, amassing 926,000 coverage views, 11,500 social shares and 179 million in online readership. The collective coverage also had a very high average domain authority of 70. By packaging and extending the program components to Ivanti’s international regions, Avista has also globally amplified the program’s success, building significant brand visibility for Ivanti in the IT security market. This program was a Gold winner of the 8th Annual PR World Awards.
Avista is unique in its persistent and collaborative engagement approach. Their multi-pronged formula has amplified the Ivanti voice – globally – building thought leadership visibility for Ivanti throughout the IT market.”
Leslie Bonsteel, Former Senior Director, Marketing Strategy, Ivanti